Lidl Ireland and the Ladies Gaelic Football Association (LGFA) today released new research spotlighting the importance of elevating women’s sport.
The research – conducted by Red C – found that some 42% of the Irish public said they would be more likely to attend a women’s sporting even in person if someone well-known was playing.
However, the challenge of player visibility and audience connection remains, with 43% of respondents believing that not knowing anyone who is playing is a barrier to attending a female sporting event.
This is a sharp increase on the 33% recorded in Lidl’s 2023 study, illustrating the importance of raising the profile of female athletes to attract fans.
It emphasises the importance of promoting Irish female sporting role models for the positive impact they can have on individuals, society and their sport, continuing the work of Lidl’s ‘Get Behind the Fight’ campaign.
The retailer released the research to coincide with today’s launch of the 2025 Lidl National Football League season.
Data
Nearly a quarter of current LGFA players surveyed (24%) said that gender issues and cultural or societal norms – such as prioritising male sport over female sport – is the most significant barrier.
This is reflected in the public’s attitude, with some 51% of the public saying they still prefer to go to men’s sporting event and 23% believing that the women’s game isn’t as important as the men’s.
However, recognising these biases is the first step in addressing and ultimately changing them.
Some 66% of respondents said that having a female sporting role model encourages equality, while 56% said they encourage diversity and inclusion in society.
Additionally, over half of respondents (56%) said it contributes to smashing gender inequality within sport specifically.
Role Models
When considering the importance of sporting role models, more than half of Irish adults (57%) say they had one growing up.
Sonia O’Sullivan was the most popular hero, inspiring nearly 10% of respondents.
All inter-county players surveyed agreed that role models within the LGFA are important, with some 58% believing they can help raise the profile of the sport.
However, some 43% of LGFA players do not consider themselves to be role models.
Growing up, 37% of LGFA players said they looked to male sports stars as role models, but now just 2% report having male sporting role models as adults.
This highlights the changing needs for women in sport and the importance of inspirational female athletes throughout a player’s career.
Parents overall saw a wide spectrum of benefits for their children thanks to Irish female sporting role models.
These include encouraging a healthy lifestyle (57%), positive mental health (48%) and positive body image (46%).
Outside of direct health benefits, they also noted instilling teamwork (49%) and leadership skills (37%).
Irish sporting role models of mentioned by respondents include Katie Taylor, Kellie Harrington, Rhiasidat Adeleke, Rachel Blackmore and Leona Maguire.
‘Thought-Provoking’
Speaking about the importance of promoting LGFA players into role model status, CEO of Lidl Ireland Robert Ryan said, “These athletes are incredible role models for everyone in society and our latest research shows that raising the profile of our female sports stars encourages participation, attendance and positive engagement with female sport.
“This latest research demonstrates that spotlighting LGFA players and ambassadors throughout our ten-year partnership is more important than ever.
“We’re committed to using our reach and resources to amplify their profiles in the communities we operate across the country and give them a platform to tell their stories and inspire others to follow in their footsteps.”
LGFA president Mícheál Naughton added, “This is yet another eye-catching and thought-provoking piece of research from Lidl Ireland.
“This latest research piece shines a light on the importance of female sporting role models, and we are extremely fortunate to have so many of them playing prominent roles in their local communities as leading club and inter-county players.
“This is yet another exciting year for the LGFA as we look forward with anticipation to another Lidl National League season, ahead of the provincial and All-Ireland championship season.
‘Inspire The Next Generation’
Kelly Cates, Sky Sports and BBC Radio Live 5 Sport presenter, said, “It’s important that, as females with a platform in sport, we use our voices to elevate the profiles of female athletes and normalise sport as a world where young girls and women can be part of.”
Former Ireland men’s rugby start Keith Earles – whose daughters play with Monaleen GAA in Limerick – said, “Sporting role models can inspire young people to chase their dreams or to stay in sport and benefit from all the great things that sport can provide like teamwork, friendship and resilience.
“It is great to see so many positive female sporting role models for our young people to look up to and be inspired by.”
Ciara Mageen, Olympic middle-distance runner and Lidl Northern Ireland Sport for Good Ambassador, added, “As athletes, we have the opportunity to inspire the next generation, not only through our achievements but also by fostering a community where young girls can see themselves as champions.
“Our actions can empower them to dream big and help create a future in which girls and women in sports are respected and celebrated.
“It should be acceptable to say ‘I want to be the best’ and to pursue that goal wholeheartedly because they will have witnessed the commitment, resilience and perseverance it takes to reach such heights.”
LGFA Dublin All Star Carla Rowe said, “The visibility of female players is fundamental to changing the narrative around women’s sports, breaking down barriers, and encouraging more girls to participate.
“Investing in female athletes benefits not only the sports community, but it fosters a wider cultural shift toward equality, empowerment and visibility.”
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